The Interactive Advertising Bureau (IAB) has announced the debut of the Ad Network & Exchange Quality Assurance Certification program. Designed to be a compliance mechanism and the first-ever industry-endorsed certification, the program aims to enhance buyer control over ad placement and context.
Only companies that undergo rigorous training, conduct an intensive internal audit and assign a compliance officer to ensure they maintain the IAB’s Quality Assurance Guidelines (QAG) will receive the compliance seal. The seal can be placed on a company’s website and marketing materials and certifies that the business is adhering fully to the criteria as outlined in June 2010 by the QAG.
The IAB also announced the first 17 ad networks & exchanges that have completed the training and received the seal. They include 24/7 Real Media; Adap.tv; Adconion; AOL/Advertising.com; AudienceScience; BrightRoll; Burst Media; Casale Media; CONTEXTWEB; CPX Interactive; Google; Specific Media; SpotXchange; TubeMogul; ValueClick Media, YuMe and Traffic Marketplace.
“IAB congratulates this first wave of companies and looks forward to announcing additional compliant companies in 2011,” says Randall Rothenberg, President and CEO of the IAB. “The Ad Network & Exchange Certification Program is the next step of the Quality Assurance Guidelines and gives marketers an extra level of comfort that companies carrying the IAB seal are brand-safe and deliver what they promise. Buyers who want to ensure they are getting the highest level of quality assurance can now look for the IAB compliance seal and know they are dealing with an ad network or exchange that has made a commitment to transparency, accountability and trust in advertising.”
Seven other IAB member companies are currently enrolled in the Ad Network & Exchange Certification Program, and along with those that have received their seals, they represent more than two-thirds of the top 25 ad networks ranked by comScore based on site traffic or audience.
The IAB is allowing buyers to file complaints via the IAB website about compliant companies that might be falling short of their commitment to maintain the highest industry-established standards of quality. The IAB will then investigate with an independent third party under the direction of a Steering Committee of IAB member ad networks and exchanges, which can result in revocation of the seal.
The guidelines and contact information for the compliant companies can be found here.